# Q5A · Explain the following theories of advertising with appropriate examples: (i) Imitative Desire (ii) Shifting Loyalties

Subject: Advertising and Public Relations

Exam: TEE

Reader: https://deep-learning-study-room.vercel.app/apr/#tee/papers/paper-2024-07-04/q5a

Canonical: https://deep-learning-study-room.vercel.app/read/apr/tee/papers/paper-2024-07-04--q5a/

Actual TEE paper · 100 marks · Q1 compulsory + any four complete Q2–Q7

### 2024-07-04 · Q5A · Previous-paper question. Explain the following theories of advertising with appropriate examples: (i) Imitative Desire (ii) Shifting Loyalties. [10 marks]

#### Answer

## Imitative desire

**Definition.** Imitative desire describes wanting a product because an admired person or group appears to desire, use or represent it.

**In simple words.** Jise admire karte ho, uski choice ko apni identity se jod dete ho.

## Understand it step by step

1. Identify the admired model: a celebrity, athlete, expert or aspirational peer group.
2. Identify the association being borrowed: confidence, attractiveness, performance or status.
3. The consumer may imitate the model’s consumption to feel closer to that identity. This is a possible influence, not proof that all fans purchase. Endorsement does not replace product evidence.

## See it in use

#### Illustrative example · An athlete and a sports shoe

A fictional shoe brand features a respected runner. A student may desire the shoe partly because it represents the runner’s disciplined identity. The advertisement cannot establish that the shoe alone produces the runner’s performance.

## Shifting loyalties

**Definition.** Shifting loyalties describes advertising’s role in attracting people away from competing choices while maintaining loyalty to the advertised brand.

**In simple words.** Dusre brand se switch karvao, apne brand ke saath repeat karvao.

## Understand it step by step

1. A category contains alternatives. The advertiser gives a reason to reconsider an existing choice: benefit, price, identity or convenience.
2. Trial messages reduce the barrier to trying something unfamiliar. Repeat messages reinforce reasons to remain with the brand.
3. A claim must still be credible and substantiated. Loyalty is affected by experience, availability and value as well as communication.

## See it in use

#### Illustrative example · Two toothpaste brands

A customer normally buys Brand A. Brand B advertises a relevant, supported benefit and offers a trial pack. After trial, reminders and satisfactory use may encourage repeat purchase. The shift and the retention are separate tasks.